2016 Total Audience Report

What You Need to Know

Nielsen’s 2016 Total Audience Report confirms Americans’ significant and consistent preference for television over all other media.

With over 35 hours of traditional TV weekly viewing, inclusive of time-shifted viewing, adults 18+ are consuming nearly 3 times as much television each week as compared to the second and third most used mediums, radio and smartphone app/web usage.

Television dominated video viewing with a 94% share, as compared with watching video on the internet (5%) and watching video on a Smartphone (1%).

Nielsen’s Total Audience Report data reflects scientific measurement and is today’s gold standard in time-spent analysis. The Total Audience Report is the latest data demonstrating that TV remains consumers’ medium of choice and as such, continues to be the most effective and powerful marketing medium.